November 1, 2012

Cover Story

Taking the Leadership Reins

Let’s face it—when you create a concept, work to perfect it, f...Read More

Featured Articles

Entrepreneurs

Sustainable Business Awards

Sections

Features
Best of Business 2012

Focus
Ready for Takeoff

Special Report
Energy Development in the Uintah Basin

Editor's Note
Small Ideas Can Lead to Big Change

Legal Briefs
Crowd Control

Money Talk
Build Your Wealth

Economic Insight
A Time of Thanksgiving

Lessons Learned
Ready to Roll

TechKnowledge
There’s an App for That

EntrepreneurEdge
Letting Go

Business Trends
Bank Balance

Living Well
Lead by Example

Around Utah
Around Utah

Spotlight
Sabrina Stover: Instilling a Culture of Recognition and Reward

Spotlight
Roger Andrus: Helping Utah Businesses Find Their Niche

Players
Players

Article

Ready to Roll

Kodiak Cakes Creates Winning Distribution Recipe

John Coon

November 1, 2012

Define your brand early in the game.
One of the things Target found appealing about Kodiak Cakes was the unique position the company carved out in the pancake and waffle mix market. Clark made the decision many years earlier to focus on producing whole-grain, all-natural products. He resisted the temptation to add a white flour pancake and waffle mix into his product line because he knew it would make his company no different than dozens of larger competitors.

Aim for excellence.
For Clark, offering a quality product has proven to be worth more than any amount of promotion or advertising. “It does take time for a big company to look at you,” Clark says. “If you don’t have a really excellent product that has a unique place in the market, the big guys are not going to look at you. It doesn’t matter how much passion you have. You really do need to have something unique, different and good that people talk about.”

Page 12
Utah Business Social
UB Events View All
CXO of the Year 2015Utah Business Event
Jun 25, 2015
Utah Business Magazine along with Stoel Rives - are proud to present the 2015 CXO of the Year Awa...
Fast 50 - NOMINATIONS OPENUtah Business Event
Aug 27, 2015
NOMINATIONS OPEN -- Deadline June 26, 2015 Nomination Forms The top 50 companies will be se...
Job Summit - POSTPONED UNTIL FALL 2015 Utah Business Event
Sep 24, 2015
NOTE: The date listed below is not secured. We will update as the event gets closer. Thank you ...
Community Events View All
Commercial Real Estate Investing Workshop
May 23, 2015
09:00AM - 05:00PM 05/23/2015 Christian George is a seasoned real estate professional as an escro...
Utah's Go Grey in May 5K to End Brain Cancer
May 25, 2015
Utah's 6th Annual Go Grey in May 5k Walk/Run/Roll to End Brain Cancer Hosted by Utah Brain Tumor...

info@utahbusiness.com  |  90 South 400 West, Ste 650 Salt Lake City, Utah 84101   |  (801) 568-0114

Advertise with Utah Business

Submit an Event

* indicates required information
* Event Name:
Price (general):
Website (if applicable):
Coordinator's Name:
Coordinator's Email:
Coordinator's Phone:
Venue Name:
Venue Address:
Venue City:
Venue Zip:
Event Capacity:
Date(s):
to
* Event Description:
  Cancel